Retail Chains with the Biggest Media Coverage in 2013

10/15/2014

Jan Jüptner, Ph.D.

The analysis monitors what coverage retail chains active on the Czech market received from media between January and October 2013. It does not deal with the scope of media coverage only but also with the tone and topics that were discussed in the context of retail chains. Most relevant media were subject to the analysis – from regional press to internet servers, radio stations, and television channels.

In the analysis, we have mapped which retail chains were successful or at least the most visible in media between January and October 2013. We monitored what significant cases moved the food market and received most media coverage.

Tesco’s significant media dominance

Tesco got easily the closest to customers through media as it had a big lead over its rivals, whom it beat by severalfold. Kaufland came second with a big loss and it was then followed by Lidl and Albert. Billa and Penny Market complete the list of the six most often mentioned retailers.

It was true about every chain that they were most often covered by regional titles and then by websites. Altogether, this publicity represented about 70–80 percent of stories about individual chains. For example media coverage of Kaufland was based by more than a half on regional press (51 percent). Internet scene brought about a third of the messages, Penny Market had most of them (34 percent), Lidl had the smallest share in this category (27 percent). With respect to media impact on recipients – customers – representation of national press and television along with radio was important. All national dailies reached 7 percent. The share of television and radio broadcasting did not exceed 5 percent – the lowest media coverage was received by Billa, on the other hand, Kaufland had 5 percent. Media image of Tesco, Albert, and Penny Market was affected by television and radio by 4 percent, in case of Lidl, the share was three percent.

The most important topics: products and services

The main axis of media coverage of retail chains was represented by stories about goods and services. Food products received positive coverage rather sporadically, in better cases media reacted to seasonal potential of the offer, for example in the framework of tests of quality and taste of demanded food products. This coverage was brought mainly by regional titles and lifestyle magazines. Positive media coverage was often brought thanks to PR activities of the retailers. Rather than products themselves, activities (tools) supporting sales and other services managed to receive positive coverage. Highly frequent stories about the offer of mobile services by Tesco for members of the loyalty programs, which peaked in May 2013, deviated from the standard agenda. As far campaigns are considered, collector campaigns of Albert dominated (Smurfs, Gogouns). Lidl was successful with its project of healthy cooking with chefs Paulus and Ignacak. Media also paid attention to the availability of contactless payments in stores, which was referred to in context of all chains.

As far as corporate information is considered, media appreciated economic results of Billa, Penny Market, Kaufland, and Lidl. In terms of charts, Kaufland was successful in media (the most often visited chain of the past year) and Lidl (retailer of the year 2012 on basis of public voting). In the area of social responsibility activities, most attention was paid to Billa, Penny Market, and Tesco after the floods. As far as foundations are considered, most attention was paid to the Albert Foundation.

While the media could not find a leading motive in the area of positive coverage of food products strong enough to elevate one of the chains over another (with the exception of Tesco Mobile), there was no lack of negative stories. A wide variety of media brought this type of coverage. At the beginning of the year, media focused on scandalous findings of horse meat in food. The case originally had an international character and damaged Tesco’s and Lidl’s reputation. Then it expanded to the Czech environment and focused mainly on Tesco (lasagna Nowaco). Media continuously covered findings of SZPI which affected all chains, although with different intensities. A chart of the worst food products of the year 2012 was popular. It was published on a purpose-built portal of the food inspection at potravinynapranyri.cz along with information about fines granted by SZPI in the same year. In both cases, Tesco was the most often mentioned brand. In the context of fines granted last year, Albert followed it closely. The reputation of Kaflaund was not helped by a case of poisonous candies from Poland (cookies Magnolia). Media found attractive also the topic of closed stores because of invasions of mice and found mouse excrements in food shelves, which worsened reputation of mainly Penny Market and Kaufland.

Importance of strong media coverage of the food inspector of TV Nova

The traditional media image of food chains was spiced up by a phenomenon of a food inspector of TV Nova. The television used the institute of the inspector to dub itself an authority that draws attention to imperfections in food stores. Media impact of reports broadcast in peak hours on the most watched television channel in the country gave a lot of potential to the case and numbers of visitors of tn.cz were significant, too. The food inspector affected media coverage especially of the following brands: Tesco (72 stories), Kaufland (58 stories), and Albert (57 stories). His theatrical criticism significantly worsened media image of the chains – namely of Kaufland (52 negative stories, 47 of which were on TV Nova and tn.cz). On the other hand, he rather ignored chains Billa and Penny, for which television Nova was criticized and was accused of biased favoring of its advertisers. Even RRTV noticed and requested explanations from Nova. The analysis has also proven low involvement of food inspector Lada Hruska in the chain of Lidl and smaller media overlap of its activities (just 2 negative stories out of the total of 13).

For a more detailed analysis of the media image of individual chains, contact us at analyzy@newtonmedia.cz.

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